Superside

Achieved strong buy-in from leadership for events and was promoted to Senior Events Manager to focus on hyper-growth. Tasked with building out owned IRL events for the company.

-Drove over $3M in annual lifetime value (LTV) via event programs 
-Worked directly with the CEO, CMO, and other senior leaders to grow thought leadership and brand awareness
-Developed focused goals to ensure the viability of the events channel
-Created strategic event campaigns aligning with core business USPs and capabilities
-Introduced new formats, topics, and ideas to strengthen and innovate events while generating a healthy sales pipeline
-Led a community meetup in San Fransisco, which saw 300 attendees from brands like Amazon, Adobe, Airbnb, Apple, Asana, Bloomberg, Canva, Cisco, Delta Air Lines, Figma, Ford, Google, IBM, LinkedIn, Meta, Microsoft, Palo Alto Networks, Red Bull, Shutterstock, Udemy, Walmart, Warner Bros. Discovery, Yahoo, & Zendesk. 
-Hired, onboarded, trained, and delegated important tasks to Events Specialist
-Aided in field marketing and sales initiatives to capture leads and creative branding experiences

Senior Event Marketing Manager

Led Superside's virtual events, including monthly webinars, summits, and roundtables! Empowering thought-leadership content and discussions on untapped topics in marketing, design, and design ops with top global brands like Figma, Adobe, PUMA, Splunk, Wise, Dropbox, LEGO, HubSpot, Instacart, Bitly, Zendesk, Zapier, Amazon, Wistia, Shopify, Picsart, IBM, Webflow, Paramount, Microsoft, & SiriusXM. 

Achieved start-to-finish research, outreach, and relationship management with influential leaders including Chris Do, John Maeda, Jack Appleby, Adam Morgan, and Dave Gerhardt!

-Created overall content strategy from aligning senior leadership, researching the best tools, audience building, guest outreach, and smart partnerships to leverage rapid growth
-Scaled events to the top ToFu lead source, increasing calls booked and accounts converted
-Generated 20,000+ registrants and 5,000+ live attendees to summits and webinars
-Wrote supporting copy for landing pages (~35% average CTR), promotion assets, and videos 
-Managed all event promotional and workflow elements, including registration, live stream production, scripts, day-of team responsibilities, speaker support, engaging the live attendees with chat and Q&A, and more
-Collaborated with cross-functional teams to boost conversions, increase site traffic
-Consistently attract between 30-40% quality leads among registrants
-Grew event programming by over 300% after increasing cadence for existing webinar series, as well as introducing new event offerings, such as private VIP roundtables
-Built custom Notion and Asana systems/'playbooks' to boost efficiencies and ensure alignment 
-Leveraged HubSpot and Salesforce to assess and data-share, to improve promotion and distribution
-Led implementation of best-in-class event hosting and streaming tools
-Managed large event budgets and ensured ROI based on KPIs, such as event-influenced deals
-Negotiated speaker fees and outlined expectations to ensure mutual wins

Content Marketing Manager

Fullscript

-Advised on content pages, layouts, and categories for the website redesign (early 2022 launch)
-Increased organic traffic by ~5%, views by more than 10K, doubled the average watch time on YouTube video content 
-Lead content dissemination strategies for campaigns and launches 
-Aided in social content (Reels, content highlight posts, TikTok-styled videos, etc) discovery, and planning for campaigns and projects 
-Lead gated content initiatives, from discovery, and positioning to reporting

Senior Content Marketing Specialist

-Rolled out Fullscript’s first-ever Inbound Marketing Strategy and lead inbound and content marketing 
-Increased organic traffic to the website by more than 300%
-Contributed ~30%-40% of converted qualified leads through organic traffic/channels and ~18%-25% of sign-ups MoM 
-Led PR initiatives and won company awards, including #2 ranking for 2020 Canada Growth List
-Aided in the development/strategy of patient content comms, increasing MSRP ~16%
-Lead the implementation of SEO software including SEMRush, Ahrefs, Buzzsumo, Ubersuggest, SurferSEO
-Oversaw new strategies for organic traffic during major Google algorithm updates
-Achieved major SEO milestones including Google Snippet results, top 10 rankings, and 1st-page results on SERP
-Analyzed results and created reports for the Executive Team & the Company monthly 
-Collaborated with teams across the company to build and optimize content, including the in-house Integrative Medical Advisory Team, Sales, Quality Assurance, and Product Teams   
-Created a standard for Fullscript content - writers guide, content philosophy, and style standards 
-Directed content editing and ensured all optimization/SEO tactics were applied on all Fullscript blogs & managed all contributors (writers) 
-Worked on website audits and updated content to increase overall Google (&SERP) ranking
-Created vital assets for major launches/campaigns such as Brand, Partnership, and Software Feature launches 
-Implemented a content organization system for marketing and IMAT (Airtable)
-Contributed content/copy/marketing guidance to the marketing site
-Implemented a budget to reflect the content program and its goals for success 
-Created and implemented a weekly blog newsletter with 7,000+ subscribers - 13% highly engaged  
-Trained and guided the team's Demand Generation Coordinator to enhance tasks and create new opportunities

Content Marketing Specialist

Event Marketing @ Superside 🚀

Diana Kolesarova is an event marketing manager at Superside, where she leads the company's virtual events, community initiatives, and on-site conference activations. Through webinars, virtual summits, roundtables, field events, and other community programs, she collaborates with top industry thought leaders from global brands, including Microsoft, Meta, TikTok, Reddit, Airbnb, Zapier, JP Morgan Chase, Google, Figma, Tinder, GitHub, Cash App, Airtable, and Notion to explore topics in marketing and design/creative. 

Diana leads brand experiences via field event investments, where she has successfully contributed to campaign efforts to highlight business services to achieve revenue goals. She has hosted events on-site in major cities, including San Fransisco and New York City.

Highlights: 
✨ Influenced over $10 million USD in lifetime value (LTV) annually via event programs for Superside
✨ Executed multiple virtual summits yielding ~$250K in influenced revenue per summit 
✨ Scaled Superside's monthly webinars from ~200 to 1K+ registrants per session 
✨ Hosted industry leaders from top brands on-site in San Fransisco and New York City 
✨ Led Superside's first-ever booth experience at INBOUND, acquiring new business
✨ Worked on pivotal sales enablement initiatives to capture sales-qualified leads from events

Diana blends marketing strategies and creativity with best practices and data analysis to capture an engaged audience to support growth while delivering quality experiences. Her talent for streamlining processes has enhanced event execution, sales enablement, and collaboration to generate a consistent flow of qualified leads through Superside's event programs.

Diana has 5+ years of experience in digital marketing, from SEO and inbound marketing to content marketing, partnerships, and events in B2B SaaS. She holds a Bachelor of Commerce degree from the University of Ottawa, where she received multiple honors and awards.

Diana's experience and thought leadership have been featured in Vimeo's blog, Semrush's Spotlight Conference, emc3's Event Trends and Predictions 2025 article, Goldcast's interview series, and Typeform's virtual event Typeforum. She is an active member of The Event Marketers Club.

A virtual event should feel like excellent table service! ⭐️⭐️⭐️⭐️⭐️

It was one of the strongest POVs shared during the Together by Design (TBD) Digital Event Strategy Sprint, and it’s been living rent-free in my mind ever since.

For the past week and a half, I’ve been part of the founders group of this brand-new sprint, and it’s been such a refreshing deep dive into the craft of intentional digital events.

My biggest takeaways:
⚡️ Design events with intention, not defaults
⚡️ Know the emotional shift you're creating
⚡️ Cast speakers like characters in a story
⚡️ Build a Run of Show that feels like guided hospitality
⚡️ Treat every moment with care (from welcome to close)
⚡️ Measure what matters: clarity, connection, and impact

Huge thank you to Rachel Elnar for inviting me in and sharing her insights, and to David Carr-Berry, Jordan Hall, and Heather Lynn for leading such an energizing learning experience. ⚡️ This group brought forward everything they learned while building and running digital event programs at Adobe, especially around the structure and flow that keep audiences engaged and staying longer.

In short: the best digital events aren’t broadcasts… they’re hospitality.
Warm, intentional, human.

Feeling incredibly inspired and excited to bring this thinking into the event programs I’m building. ✨

Diana Kolesarova

Event Marketing Manager & Brand Strategist

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